Revising external communication strategies requires analysis of what works, the competition, and market gaps.
In terms of what works, clicks and ad equivalency are usually the go-to metrics, but not always the most effective. Choose the right metrics to know what works. To achieve this, businesses need to consider their position within the market in terms of service offerings and their current messaging strategy.
When analysing the competition’s strategies, PR teams should maintain a granular approach. The analysis should detail the messages used by the competition and the channels through which they distribute them. This approach will highlight possible growth strategies and whitespaces of opportunity to take advantage of.
Establishing these parameters sets the foundation for better brand positioning and communication opportunities. Additionally, it allows companies to pivot their external communication strategy, as and when the need arises.
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[3 minute read]
